Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals. This…mehr
Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.
Scott M. Smith is Professor of Marketing in the Marriott School of Management, Brigham Young University. Dr. Smith's research and publication interests are online survey technologies for marketing research, Internet research and methodology, and computer modeling. He is the Founder and Director of Surveypro.com, SurveyTime.com, and SurveyZ.com which are online ASPs offering advanced survey research, database, and analysis tools. He is the author of the PC-MDS statistical software programs for conjoint and multidimensional scaling analysis for the personal computer. He has authored 12 books and monographs and more than 60 articles and papers. He has published in Marketing Research, Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Marketing Education (awarded the year¿s outstanding article), and Journal of Business Ethics. His most recently completed academic books are titled, Research for Marketing Decisions (with Paul E. Green and Gerald Albaum), Multidimensional Scaling (with Paul E. Green and Frank J. Carmone Jr.) and Computer Assisted Decisions in Marketing (with William R. Swinyard).
Inhaltsangabe
Preface Part I: What is Marketing Research? 1. The Nature of Marketing Research 2. Planning for Marketing Research and the Research Process 3. Research Design Cases for Part I Part II: Techniques for Obtaining Data 4. Secondary Data and Sources 5. Information From Respondents 6. Online Marketing Research 7. Qualitative Research and Observation 8. Experimentation Cases for Part II Part III: Measurement 9. General Concepts of Measurement 10. Measurement and Scaling in Marketing Research 11. Designing Questionnaires Cases for Part III Part IV: Sampling 12. Sampling Procedures in Marketing Research 13. Sample Size Cases for Part IV Part V: Analyzing Data 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis 15. Hypothesis Testing and Univariate Analysis 16. Bivariate Analysis: Differences Between Sample Groups 17. Bivariate Analysis: Measures of Association 18. Multivariate Statistical Analysis 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis Cases for Part V Part VI: The Research Report 20. Reporting Research Results Appendix A: Statisitcal Tables Glossary of Terms Name Index Subject Index About the Authors
Preface Part I: What is Marketing Research? 1. The Nature of Marketing Research 2. Planning for Marketing Research and the Research Process 3. Research Design Cases for Part I Part II: Techniques for Obtaining Data 4. Secondary Data and Sources 5. Information From Respondents 6. Online Marketing Research 7. Qualitative Research and Observation 8. Experimentation Cases for Part II Part III: Measurement 9. General Concepts of Measurement 10. Measurement and Scaling in Marketing Research 11. Designing Questionnaires Cases for Part III Part IV: Sampling 12. Sampling Procedures in Marketing Research 13. Sample Size Cases for Part IV Part V: Analyzing Data 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis 15. Hypothesis Testing and Univariate Analysis 16. Bivariate Analysis: Differences Between Sample Groups 17. Bivariate Analysis: Measures of Association 18. Multivariate Statistical Analysis 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis Cases for Part V Part VI: The Research Report 20. Reporting Research Results Appendix A: Statisitcal Tables Glossary of Terms Name Index Subject Index About the Authors
Rezensionen
"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references." Bruce Hardie 20070628
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